THE BRIEF: Currently, 4 out of 10 burgers ordered contain chicken. McCrispy is on its way to becoming a global icon on McDonald’s menu worldwide. The challenge is to launch this burger effectively and build on the feel-good moments already connected to the brand. THE SOLUTION: The campaign showcases "feel-good" moments associated with other iconic McDonald's products. Savoring the first bite of a Big Mac or the taste of your girlfriend’s last fry – these are moments inevitably accompanied by a delightful “Mmmm...”, which, besides the enjoyment of food, also refers to the brand itself. By using these universally recognized moments to introduce a new product, we’re promising a pleasurable experience. It’s quite a bold promise for a brand new product, but if anyone can deliver, it's undoubtedly McDonald's.